There’s much talk about having an integrated marketing campaign to engage your donors. But what about a mobile campaign? Angela Whaley, Client Experience Director at mGive and Claudia Perrone, Marketing Specialist at No-Kill LA shared how they did just during WealthEngine’s webinar Puppies, Kitties and Mobile: Donor Engagement with mGive & Best Friends Animal Society.

Myths about Mobile

First, they addressed some common mobile myths which have discouraged many from going forward with a mobile campaign.

  • Myth #1 - Mobile Only Works for Disaster-Related Causes
    Mobile does work for disaster-related organizations, but the same principles can be applied to other types of nonprofit organizations. For example, during a disaster, the need for donations is clear. Apply this same thought process to your donors by using clear messaging that emphasizes the need and relevancy of your mission.   
  • Myth #2 - Only Millennials Use Mobile
    According to mGive’s 2013 Text Donation Study, boomers are the largest group using text-to-donate. And, the phone penetration of U.S. Seniors (65+) is expected to be 72% in 2014. So don’t be afraid to go after this group in your mobile campaign.   
  • Myth #3 - Text Fundraising is only Good for $5 and $10 Donations
    It is just as important to cultivate your mobile donors as it is your other individual donors. 42% of mGive’s survey respondents give more than $250 annually through multiple channels. Remember to think of mobile as just another communication channel you are using to reach your donors.
  • Myth #4 - Mobile is Complicated
    Don’t be intimidated by mobile. Just as with any other integrated campaign, it takes planning. Manage it just as you would email or social media. 

Mobile Best Practices

There are some mobile best practices to keep in mind, based on four stages of fundraising: research, identify, cultivate and solicit.

Research

Before diving into mobile, do some research. What percentage of contacts in your database have a mobile number associated with them? How much of your website traffic is derived from mobile? Start asking for mobile numbers. mGive found that 75% of donors have had their mobile number for more than five years. Think about how long you’ve kept your mobile number compared to a personal email address.  

Identify

Determine your audience. Take a look at your donors. Who is giving to your organization? When are they giving? It may be better to send a more personal message to your more active donors instead of asking for a $10 donation.

Cultivate

Once you’ve determined your audience, cultivate them! Don’t think of mobile as simply asking for a donation. There are many types of text messages you can send out, including:

  • Polling
  • Advocacy
  • Fundraising
  • Engagement
  • Informational
  • Data Collection
  • Volunteer Request

Solicit

When you’re ready to solicit your audience, give a reason why you want them to give. Send targeted messages to your community segments.  

Remember, donors like to give via mobile because they have the control. It’s easy and convenient. Utilize all of your integrated marketing tools. Highlight your mobile campaign on your website, in emails, and on social media. Add a mobile sign-up area on your organization homepage so donors can sign up for updates. Tell donors how they can donate via mobile.

Miss the webinar? Download the replay and slides to get started on your mobile campaign!


mGive is the leader in working with nonprofits to integrate mobile as a pathway to engaging supporters and maintaining strong relationships that will lead to larger donations and “stickier” advocates for your cause.  To learn more about mGive please visit their website at https://mgive.com.

Best Friends Animal Society is the only national animal welfare organization focused exclusively on ending the killing of dogs and cats in America’s shelters. An authority and leader in the no-kill movement since its founding in 1984, Best Friends runs the nation’s largest no-kill sanctuary for companion animals, as well as life-saving programs in partnership with rescue groups and shelters across the country. Since its founding, Best Friends has helped reduce the number of animals killed in shelters from 17 million per year to about 4 million. Best Friends has the knowledge, technical expertise and on-the-ground network to end the killing and Save Them All™. 

 

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